No stranger to controversial marketing campaigns, Irish bookmaker Paddy Power has complained that several national newspapers have refused to publish its latest ad featuring former Big Brother contestant Imogen Thomas, next to the strapline "Blow Me!".

The reality TV star was picked for the Paddy Power campaign after claims that she had an affair with footballer Ryan Giggs.

The ads were planned to coincide with Saturday's UEFA Champions League final at Wembley, when Giggs joins his Manchester United team mates to challenge Barcelona for European football's biggest prize.

The campaign, which features Thomas in a Manchester United shirt, debuted on Thursday but without the new strapline. It has been running in Metro, the Sun, the Daily Star, the Daily Record and The Times. The latest ad features Thomas holding a whistle, next to the words "Blow Me!".

A Paddy Power spokesman confirmed a number of newspapers had rejected the wording, but said the company hoped to have a new version in time for Saturday's papers. "When an ad gets pulled at the last minute it's all hands on deck," he added.

Previous stunts have seen the bookmaker push the limits of what is legally possible. A 270ft Hollywood-style promotional sign, which loomed above the greens at last year's Ryder Cup, saw Paddy Power served with an injunction by the local council.

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